You can report on Display campaign performance by utilizing pre-defined Display reports for Audience and Topic:
1. Navigate to the reporting tab at the top right of the AdWords interface
2. Select Predefined reports (formerly Dimensions)
3. Select Display Topic/Audience
4. Filter reports by Campaign/AdGroup or any of your metrics
5. Adjust the date range or change chart type between table/line/bar chart and custom
You can optimize your display campaigns to ensure you reach the goals you set by:
- Rotating your creative and testing new messaging
- Testing new targeting options with observations
- Adjusting your bids accordingly in line with performance. As with a search campaign, check that the locations and devices that you are targeting are receiving the clicks that they need. Remember that a more densely populated location will be more competitive for CPC or vCPM and will usually require a higher bid. It is good practice to make bid adjustments on locations and devices where you are getting more traffic (impressions) and a lower CTR.
- Monitoring your daily budget:
- Reduce CPM/CPC bids on poor performers, or increase reach.
- Increase CPM/CPC bids on top performers
- Amend targeting to improve CPM or CTR
- Restrict your targeting to limit your audiences or when budgets are being reached early in the day
Adjust ad scheduling, delivery and frequency capping to control budget utilization and increase reach or maximize exposure
Likewise, after you run reports on your video campaign performance, assess the performance against your business goals, and judge whether your investment is generating a return.
Optimize campaigns by the metrics used to set KPIs:
- Views
- Engagement (View-through rate)
- Reach
- Frequency
- Traffic
Optimize campaigns by using the same processes that are implemented to optimize all PPC campaigns, including:
- Reducing CPV bids on poor performers, or increasing reach
- Increasing CPV bids on top performers
- Amending targeting to improve view-through rates or CPVs
- Expanding your targeting to reach new audiences
- Expanding/restricting targeting to meet daily budgets
- Adjusting ad scheduling, delivery and frequency capping to control budget utilization and increase reach or maximize exposure.
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